L&P launches new 'Bit Different Aye' campaign and TV spots via Saatchi & Saatchi New Zealand
Trying
to describe what L&P tastes like is tackled in a distinctly kiwi
way this week in the new Saatchi & Saatchi campaign for L&P via
Saatchi & Saatchi and directed by Wade Shotter from Flying Fish.The iconic kiwi brand launches four new 15 second TV spots with the 'Bit Different Aye' campaign, which follows an online competition on their Facebook page.
VIEW THE LISTEN SPOT
VIEW THE NOTHING EVER SPOT
VIEW THE TASTE SPOT
VIEW THE THIRST SPOT
Saatchi & Saatchi ECD, Antonio Navas, says that it was key to retain
the iconic kiwi humour, but that the brand needed a more contemporary
look and feel.
Says Navas: "It's one of New Zealand's favourite brands, so the last thing we wanted to do was change it completely. We wanted to contemporise L&P in a way that still made everyone smile.
"The great thing about L&P is when you ask someone to describe the taste, they really can't put their finger on it. We had a lot of fun exploring this in the scripts, and trying to bring the taste to life in a more interesting way."
The new TV ads coincide with the Taste-a-liker, an online app that encourages the 190,000 strong Facebook community to tell us what L&P tastes like. Cinema, street posters and sampling will continue to drive the campaign across summer.
Says Navas: "It's one of New Zealand's favourite brands, so the last thing we wanted to do was change it completely. We wanted to contemporise L&P in a way that still made everyone smile.
"The great thing about L&P is when you ask someone to describe the taste, they really can't put their finger on it. We had a lot of fun exploring this in the scripts, and trying to bring the taste to life in a more interesting way."
The new TV ads coincide with the Taste-a-liker, an online app that encourages the 190,000 strong Facebook community to tell us what L&P tastes like. Cinema, street posters and sampling will continue to drive the campaign across summer.
Damn... should have been so much sweeter.
World famous in New Zealand since ages ago was actually funny. This one seems a little bit standard aye bro.
Pretty good, I like the listen one the most. However, the 'bit different aye' quote doesn't really do it for me. I know it is supposed to intertwine with all the research and what not. But, it doesn't have much appeal or impact in my opinion. It kind of just reminds me of the 2 degrees humour style. Which has been played out lately. That's just my opinion though :)
Aye = Scottish way of saying yes.
Eh = Method for inciting a reply, as in "It's nice here, eh?"
I'm at odds to how that tagline could get through an advertising agency and a marketing department with a spelling error like that, and shouldn't there be a question mark?
Pish.
Very dissapointing to see a major advertising campaign for a major kiwi product perpetuating the incorrect use of the word "aye"- this a kiwi collloquialism (albeit a pretty bad one) and you could at least use the correct word "eh". Aye is pronounced eye! Sad to see, just makes kiwis look stupid.